2. What is SOCIAL MEDIA
among people in which they create,
share, and/or exchange
information and ideas
in
virtual communities
and
networks
SOCIAL MEDIA
INTERACTION
3. Differences between SOCIAL MEDIA and TRADITIONAL/INDUSTRIAL MEDIA
quality
reach
frequency
usability
permanence
immediacy
9. Campaign Objectives
-Encourage Vietnamese young people to
raise the sense of initiative in love.
-Customer’s engagement to brand –Close
up
-Convey a meaningful, sweety and
romactic concept:
“Let love rule - Hãy để tình yêu dẫn lối”.
10. Target Audience
Customer insight: “Valentine is a appropriate occasion that I express my love. I
want one thing that can help me confidently express my feelings and realization of
ideas in this special day…”
- Vietnamese young people age from 18-30
live in HCM and HN.
- active in life and in love
- Falling in love or interested in love stories.
- Want to express their love by special
indivisual ways
- They have ideas and want to carry out
that ideas in Valentine Day.
Media behavior:
-regularly online
-frequently update facebook, youtube
-interested and willing to share
interesting clips
11. STRATEGY
Build trend: express
your love to your lover.
Reminding about
Valentine and Love
Encourage young
people think special
ideas in Valentine.
Close Up carries out
special ideas
Amplify campaign
12. Concept: “LET LOVE RULE – Hãy để tình yêu dẫn lối”
More and more young people
excited to join this community
of young people who ready to
follow the trend of expressing
"Let Love Rule", instead of
showing timid and shy before .
So, young people dare to live
and love by his way. That spirit
continues to spread forcefully
informed on any media online
channels and social
networking sites.
13. Deloyment Plan
TRIGGER EXPERIENCE AMPLIFICATION
Why don’t you dare to express
your love to lover?
Let’s think about special ideas to
express your love!
Let’s actualize your idea for an
unforgettable Valentine!!
“Let love rule” song “Let love rule” forum Viral clips “actualize the idea”
Facebook
website (kenh14, dantri…)
Facebook fanpage
Youtube page
website
Youtube
Facebook
Website (Kenh14, dantri,
tuoitre..)
Key massage
Key hook
Key channels
14. Phrase 1: Trigger Song: “Let love rule”
Artists: Top7 Vietnam Idol
Give them the thought that:
“IT’S TIME TO SHOW YOUR LOVE
BY YOUR WAY”
Young people have ideas and
need to show their feelings?
But they feel shy when do that.
15. Phrase 2: experience
Create the Conversation
-“Do you think should
LET LOVE RULE?”
Contest
-Answer questions,
share the secret to
having a sweet
Valentine.
Find out special ideas for Valentine
Many feedback from different
viewpoints both "Yes" and
"No“ => It makes people
discuss, express and share
the view
Young people interested in unique,
sweet, creative or even “crazy” ideas
=> They take part in contest and share
information about contest
16. Phrase 2: experience
Close Up will help to carry out the most interesting, the
greatest and sweetest ideas. The selected ideas will be
recorded and shared on social media channels
(especially on Youtube Page of Close Up)
Now, Young people who are shy or don’t
have condition to carry out their idea will
have physical and mental helps from Close
Up and “Let Love Rule Community”
17. Phrase 3: Amplification
=> “Let love rule” clips and
campaign will be shared widely
Clips are unforgettable memories of
main characters. It make young
audience feel happy
18. Results
Close Up Facebook Fanpage raise
90.000 fans
hundreds of thousands of views on
Youtube channel Closeup Vietnam
600 ideas
Thousands of conversation
Hot trend in Valentine 2013
